Renewal HAZZYS, can the weak Bird of the main brand find the cheats of performance growth?

On December 14th, Baoxi announced the renewal of the “Brand License Contract” with South Korea’s LF CORP. Continue to operate the HAZZYS brand in mainland China. Prior to this, how to report the performance of the HAZZYS brand after the expiration of the HAZZYS brand to maintain the discussion in the industry. Now it is renewed again, and the performance of the report is guaranteed?

Industry insiders said that the HAZZYS brand is a relatively successful brand of rewarding bird operations. The renewal of this time provides possibilities for its performance growth. However, at present, the men’s clothing market is sluggish, and the performance of the news of the news of the news that the performance of the birds cannot rely only on the renewal of the agent brand. How to strengthen the main brand through channels and brand transformation is a problem that the main brand needs to consider in the future.

Renewal agent brand

On December 14th, the newspapers announced that the company and the wholly -owned subsidiary Shanghai Dimelui Textile Technology Co., Ltd. (hereinafter referred to as “Dimerry”) and South Korea LF Corp. Renewal the “Brand License Contract”. According to the contract, South Korea’s LF Corp. The authorized Bird and Dimerui produced and sold Hazzys brand clothing and accessories products in the territory of the People’s Republic of China, and increased the authorization of boxes. The contract came into effect on January 1, 2022.

The Hazzys brand is South Korea LF Corp. It is located in a high -end and high -end British casual clothing brand. In 2007, Bao Yixi obtained the brand’s agency right, and since then it has continued to operate the brand for many years.

Wu Yanqi, CEO of Shenzhen Siqisheng Company, said that Hazzys positioned medium and high -end casual clothing, and formed a complementary product line with Bao Xiyi Bird’s business formal dress such as a suit shirt. Therefore, for the renewal agent, HAZZYS is possibility of new growth at the performance level.

According to public information, the brands currently owned or agent in newspapers include reports of reports, Hazzys, Camicissima, LAFUMA, East Bolini, Yunyi Smart, Bao Bird, etc. Hazzys is the second largest revenue brand in the newsbow. In the first half of 2021, Hazzys’ revenue was 694 million yuan, the revenue proportion was 35%, and the revenue of the main brand was 36%.

Compared with the main brand of Xiyu Bird, HAZZYS’s growth is quite eye -catching. Financial report data, in 2020, the revenue of Baoxi Bird’s brand was 1.276 billion yuan, an increase of 1.35%year -on -year. The Hazzys brand revenue was 1.233 billion yuan, an increase of 22.4%year -on -year. In 2019, the revenue of Baoxi Bird’s brand was 1.259 billion yuan, a year -on -year decrease of 1.73%. Hazzys’ revenue was 1.07 billion yuan, an increase of 15.44%year -on -year. In 2018, the revenue of Baoxi Bird was 1.281 billion yuan, and HAZZYS revenue was 872 million yuan. In 2017, the revenue of Baoxi Bird was 1.084 billion yuan, and HAZZYS revenue was 654 million yuan.

According to Cheng Weixiong, the general manager of Shanghai Liangqi Brand Management Co., Ltd., Hazzys is a relatively successful brand that is operating by the Astrology Agent. In recent years, Hazzys has played a certain positive role in promoting its performance growth level. The renewal of the report of the newsbow has a certain room for the increase in the overall performance.

“However, there are certain disadvantages of the brand agency model. The operational operation is not good affecting performance. Good operation is also a wedding dress for others. There is great uncertainty. road.

It is understood that in this contract, the HAZZYS brand men’s and women’s clothing renewal is valid for ten years. Among them, the number of outflows is five years. When the number of outlets and sales amount meets the standards of the three parties, it will renew for about five years. The bag is valid for three years. When the number of outlets and sales amount meets the standards of the three parties, renewal is renewed.

Regarding the issue of renewal matters, a reporter from the Beijing Commercial Daily interviewed the newsbow, but as of the time, no reply was received.

Performance growth cheats?

On the one hand, the rapid development of HAZZYS, on the other hand, the growth of the main brand newspaper Xixi is weak. In the case of the decline in the overall performance, choosing renewal is a good choice for reporting the bird. In the third quarter of 2021, the financial report showed that the third quarter revenue achieved a revenue of about 998 million yuan, an increase of 12.47%year -on -year; net profit was about 105 million yuan, a year -on -year decrease of 15.64%; the non -net profit was 8.4018 million yuan, a year -on -year decrease of 21.91%.

The decline in the overall performance, renewing the HAZZYS brand to a certain extent has hope for the growth of newspapers.

It is understood that the HAZZYS brand is usually located in the first- and second -tier high -end shopping malls and shopping malls, such as Beijing SKP, Nanjing Deji Plaza, Shanghai Port Huixuan Plaza, Hangzhou Building, Harbin Yuanda, Xi’an Stege, etc. In 2020, HAZZYS has a total of 393 stores offline, mainly in East China (especially Jiangsu, Zhejiang and Shanghai), with a total of 324 stores in first- and second -tier cities, accounting for 72%.

However, from the perspective of industry insiders, the problems faced by Baoxi Bird are far more simple.

Cheng Weixiong said that in recent years, the overall downturn in the development of the men’s market has entered a bottleneck period. The renewal of the Revival Bird provides the possible growth of its performance, but it does not mean that the renewal of the brand will determine the brand will boost the performance. Men’s clothing companies need to change from various aspects, such as channels and brand transformation.

In the annual report, although the newsletter stated that the operation model is the development of online and offline omni -channel operations, from the perspective of revenue proportion, the development of online channels is relatively lagging. The data shows that in the first half of 2021, the revenue of revenue of newspaper e -commerce accounted for less than 20%. On the other hand, the Taiping Bird is about 30%. In addition, in the field of business men’s clothing, Yagore, Seven Wolf, and Kowloon King are constantly making efforts and seeking transformation and development, and this is also a problem that it is difficult to avoid it.

It is worth mentioning that in the context of men’s clothing companies relying on investment support performance, Yixi Bird spent more than 200 million yuan in 2015 to invest in Xiaoyu Financial Services, Zhejiang Yongjiaheng Sheng Village Bank, Renren Installation, Wenzhou Loan, Pocket Finance Waiting for the company, but still have not yet rewarded.


Wu Yanqi said that the reasons for the landslide of the performance of the bird’s performance were mainly the atrophy of the clothing industry and the impact of the epidemic. In addition, the design of men’s clothing is far lower than women’s clothing. Therefore, it is likely that consumer repurchase rates and low repurchase frequency occur. In addition, the newspaper hi also obviously has brand aging. Young and channels are working hard.

Beijing Business Daily News reporter Guo Xiujuan Zhang Junhua Picture Source: Newspaper’s official Weibo screenshot

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